Are you fed up with your roofing lead generation? It’s a story we hear so many times at Roofing Webmasters: “I need leads, but I hate paying my company for them.” In our latest podcast, Jason and Nolen discuss the truth behind leads and where they ultimately originate. So if you’ve never considered how your lead-selling company works, be sure to listen in.
Helpful Tips for Lead Generation:
Don’t forget: lead-selling services make local businesses compete for the same pool of leads.
PPC campaigns offer better results than lead vendors, especially in tandem with local SEO!
Organic SEO makes lead generation much more affordable for many roofing contractors.
Always start your roofing SEO efforts by completing your Google My Business profile!
Lead Generation: Feeding Business
Have you ever met someone who only eats at fast-food restaurants? When they complain about the soaring costs of eating out, you want to point to the nearest grocery store and say, “Make it yourself!” While the process may take a bit of work, preparing your meals is ultimately much cheaper than dining out. That’s just a fact of life!
When it comes to online marketing, learning to feed yourself is just as important. Even so, thousands of roofing companies are stuck waiting for a third-party lead generation vendor to spoon-feed their business. All the while, those same vendors gather leads from the same sources that roofers should target independently.
How Roofing Leads are Born
Picture this: A laborer and a smooth-talking salesman walk next to an enormous freshwater river. On the bank of the water, the hard-working laborer notes the extreme heat and moans about how thirsty they’ve become on the walk. Then, as the two near the clean water supply, they happen upon a bucket set on the shoreline. The salesman walks up to the buck, dips it deep in the river, turns around to the laborer, and says, “For $20,000, I will give you a sip of this water.”
This story sounds ridiculous, but it amply describes many roofing contractors and lead generation.
Google delivers the most significant volume of roofing leads than any other digital source in the United States. The search engine craves trustworthy businesses to direct consumers and even provides free tools to simplify the process. In addition, because Google matches consumers with companies in their local community, the resulting lead quality is generally much better than other sources.
Lead generation companies step in and create a gap between consumers browsing through Google Search and roofing companies hunting for customers. Instead of connecting interested homeowners and businesses directly to a single local contractor, they offer the same leads to multiple roofing companies within the same community. This “lead” may be a person who’s simply looking for prices or bids, not a ready-to-buy individual to complicate matters further.
Alternative Lead Sources
Maybe you don’t buy leads from another company. Perhaps you buy them from PPC campaigns off Google Ads or Facebook. These advertising venues aren’t as cheap as they used to be, but they provide a dependable lead source. You also only pay for clicks, a very actionable source of business.
While PPC offers plenty of opportunities to grow your business, it represents an equally dangerous source of lead generation addiction.
After all, these campaigns are relatively easy to manage and remarkably simple to track results. Moreover, even if a roofing company owner is too busy to run the campaigns themselves, dozens of digital marketing experts are willing to handle the load. That, of course, makes the endeavor even more expensive.
What’s the Solution?
Generate the leads yourself! You know all those businesses sitting at the top of your local search results are there for a reason. Self-sustaining lead generation doesn’t happen spontaneously. For example, those successful roofing contractors exercised the meager time, money, and effort necessary to win. Now they reap in the outstanding traffic and leads.
You don’t have to give up on purchasing leads or running campaigns all at once. Instead, simply start putting a little money each month into developing a long-term supply of clients.
Your brand starts to earn greater recognition.
Only your company enjoys each lead.
The average lead is so much cheaper.
The average lead is of much higher quality.
If you’re tired of paying out the nose for leads, or if you’re curious about creating more growth for your roofing business, we’d love to help.
Do you ever feel like things would be easier if digital marketing companies just lumped roofing SEO and PPC together? Unfortunately, they do, and it’s a colossal disaster! Find out about subtle pricing scams, conflicts of interest, and shocking markups that will have you rethinking the idea of bundling. Jason and Nolen reveal all this, plus how to make sure you get your money’s worth with digital marketing!
Helpful Insights Into Roofing SEO:
Make sure you get itemized billing for your marketing company’s PPC spending!
Bundling PPC and SEO for roofers could be a big mistake.
Organic SEO leads tend to be much cheaper than those won with advertising.
Enough Success to Get By
How does your online marketing company make money? It’s a simple but provocative question that we don’t think about very often. Marketing firms make money by retaining clients. To do so, agencies must consistently provide evidence that their efforts produce a return for those businesses.
That all changes when a company introduces the upfront, flat fee contract.
In a way, a flat fee contract is the ultimate judge of a marketing firm’s character. When they already have your money, will they continue working hard to produce results? Or will they coast along with just enough effort to get by? While some companies try their best no matter what pricing they offer, others practically abandon their projects until they have to show progress.
The Familiar Marketing Lines
So how can a roofing business wade through the crowd of dishonest marketing claims? It all starts with recognizing the red flags! So if you hear any of the following lines from a digital advertising firm, it’s probably time to look elsewhere.
“Noticeable results in organic SEO may take up to a year.”
“You only need [insert service], and you’ll start getting leads!”
“For a couple of hundred bucks a month, we’ll dramatically improve your website performance!”
“SEO is just too complicated to explain. Trust us!”
“SEO isn’t worth the money. Only paid search works.”
“Unfortunately, we can’t show performance reports for our advertising campaigns.”
“You’ll share these leads with a small pool of roofers in your area.”
The best digital marketing firms will always be happy to explain their process in a way you can understand. They don’t claim unbelievable capabilities, nor do they trade their service for pennies. After all, you wouldn’t trust a brand new roof that only costs you a hundred bucks! If you want a trustworthy marketing service that offers SEO for roofers, look for teams that provide measurable goals, believable time commitments, and justified costing reports.
One Huge Conflict of Interests
What happens when your marketing company bundles all of its services into one convenient package? You quickly lose sight of where the money goes! We’ve heard it countless times: a firm promises PPC and SEO for roofers in a bundle, but they only end up spending 50-70% of their budget! Here’s another hard-hitting truth:
A company that bundles organic & paid search has zero incentive to improve your SEO.
PPC services offer a dependable stream of income for marketing companies. They can easily create primary campaigns in a short period and choose what keywords your business targets. Thanks to Google Ads and similar platforms, digital marketing teams can access reports that show campaign results without revealing how much they spent. That’s how they get away with unbelievable budget markups. Your advertising company can then provide just enough leads to keep you hooked.
A company that provides success in SEO, however, produces more sustainable growth for your business. For example, if an advertising company creates a highly optimized website that gives you cheap yet quality leads, why would you keep spending money on PPC? Unfortunately, that’s why firms that bundle PPC and SEO for roofers almost always spend all their time on paid search and neglect the company website.
We Break the Mold
At Roofing Webmasters, we always keep our organic and paid services separate from each other. Our clients also pay month to month; no flat fee pricing! Different packages encourage accountability and drive us to continue providing measurable success in both categories. Not only do we provide highly effective paid search campaigns (which you receive full cost-reporting for), we produce unique custom websites that make sustained growth.
Our roofing SEO customers continually rank phenomenally well in local search results, all while paying less than average for great leads.
Don’t let a dishonest marketing firm string you along without providing real growth for your business! Our team at Roofing Webmasters offers reliable, measurable results for your company.
In a healthy roofing industry, it may seem wise to drop all of your low-dollar services in favor of more extensive profit services. Don’t throw away that roof repair page just yet, though! Nolen and Jason discuss the current market and how contractors can protect their business during the recession with SEO for roofers. So if you’ve got concerns about the future of your roofing company, be sure to listen in carefully!
Key Points to Listen For:
Economic indicators point towards a potential recession in the next few years.
Lower dollar services offer invaluable revenue during a recession.
Few marketing activities will provide as dependable results as SEO for roofers.
SEO For Roofers: Recession Preparations
While there’s no exact timeline predicted for the next recession (we’re hoping for never), it pays to prepare your business against potential economic downturns. That’s especially true for roofing contractors, who live and die by the whims of the housing market. We can easily predict what would happen for the average roofing professional in the event of a recession.
The Traditional Slowing of the Roofing Industry:
Phase #1: Home sales start to decline.
Phase #2: The average homeowner grows stricter with their budget.
Phase #4: As budgets tighten, even more, homeowners wait longer for repairs.
Phase #5: Underprepared contracting companies go out of business.
Phase #6: The market starts to recover.
It’s a sad but recurring process that many roofing companies don’t survive. Companies go into the stricter economic period unprepared for the surge in competition. While storm seasons and the odd hail market may provide relief, a company can’t count on random storms.
So what should your business do to prepare for the next recession? Start diving into SEO for roofers, and establish your presence online now! A year or two years from now could be too late to start preparing. Below, we’ll explain why developing your organic search program currently could save you in the next few years.
Reason #1: Saving a Lot of Money
So business is booming, and for the first time in a while, you have some company cash saved up. That’s where you come to a fork in the road. Do you spend the money on traditional marketing, paid search campaigns, or organic development? We’ll explain in a bit why the typical advertising (including door knocking) might not work so well shortly. For now, we’ll focus on PPC vs. Organic SEO!
Pay-per-click campaigns offer more control and customization than ever before. For one, you can target the precise geographic radius that you want your ads to appear in. You can also refine your target audience on platforms like Google Ads and Facebook Ads. These solutions work so effectively that many roofing contractors forgo continued website development and double down on PPC.
Focussing exclusively on PPC is generally a bad idea, but it could hurt your business even more during a recession.
Why? Because ads cost money. Thanks to a healthy housing market, most roofers do well enough to avoid using paid ads (even when they shouldn’t). However, when the housing market starts to dry up, businesses without an established organic presence flock to Google Ads and other ad platforms in desperation. The surge in competition leads to incredible spikes in costs-per-click (CPCs), which could quickly eat up your marketing budget!
You could try to buy these leads from a lead selling company. If the numerous complaints we hear from roofing contractors are any indication, however, that’s a sticky and expensive situation you’d be better off avoiding. So that leaves SEO for roofers.
How Organic SEO Saves Money
Ranking #1 in Google Search is a dream many contractors share, but it’s not one many know how to pursue. The most effective SEO strategies begin with website optimization because most curious readers turn into actual leads. Once your roofing company website is up, running, and ranking up in Google local map results, however, you’ll notice something unique:
Organic search generates higher quality leads than PPC and is cheaper!
While search engine optimization certainly takes a concentrated effort during website development and content marketing, you won’t have to spend all your time managing the site. A well-crafted company portal will naturally generate leads with only moderate updates required every so often. Cheap, high-quality, and relatively easy leads. What’s not to like?
Reason #2: Maintaining a Broader Spectrum of Services
In healthy roofing industries, homeowners call in for a variety of services. Unfortunately, with so much business to choose from, many contractors turn down low-dollar jobs to favor high-profit installations and replacements. At the Roofing Webmasters, we even have clients who think about taking off their “Roof Repair” pages so they can focus exclusively on installs. We strongly advise against that strategy, however, especially when it comes to recession markets.
During recessions, installation numbers plummet to the point that mostly repair jobs remain.
If only roof repair projects remain in the market, will contractors compete for those leads? You better believe it! Unfortunately, too many ride the wave of healthy-market projects without ever investing in their long-term online performance. Even a little effort here and there can reap huge dividends once your brand earns more experience online.
What sort of activities can you complete now to become an established contractor?
Even if you don’t have the resources to create a fully optimized website, you can efficiently perform these actions without breaking the bank. If you complete the work now, you can reap the rewards down the road when other unprepared contractors (who neglected their SEO for roofers) are struggling for business. Make it easier to earn leads and reinforce your business against a likely recession; that’s two birds hit with one stone.
An SEO Company for Roofers
At Roofing Webmasters, we support contractors from all around the United States. Our dedicated team of web designers, content writers, social media analysts, and strategists work together to deliver outstanding SEO for roofers. As a result, clients regularly enjoy front-page rankings, higher site traffic, and better quality leads.
Do you feel like you’re not getting enough leads? Do you ever wish you could start earning more of your own business? In our latest podcast, Jason and Nolen discuss the struggle of overcoming leads addiction and acquiring new clients online. Learn how to start developing your brand instead of growing the other company’s.
Key Points to Listen For:
Leads aren’t just something you buy. You can earn leads.
Roofing contractors can get stuck in the cycle of buying leads.
It’s relatively easy to start SEO for roofers. It just takes time.
Purchase Leads or Produce Them?
It’s an age-old adage: “Give a man a fish, and he’ll eat for a day.” You probably know the rest. Unfortunately, however, that story almost always seems to have a different ending when generating business. Roofing Webmasters fields all sorts of calls throughout the year, and we hear the same request repeatedly.
“I need leads!”
Every business needs stable sources of incoming customers. When it comes to roofers, however, many have no idea where to start. They have loose knowledge of Google and other search engines, but they possess the insight to run their roofing SEO strategy. So, where do they run to for an immediate influx of leads? Lead sellers.
The Frustrating World of Lead Sales
Supposed you go to one of the three or four major lead selling companies (you know the ones) and enroll in their services. You may have some control over how much money you spend, but you don’t have much say in the quality of each individual leads. Perhaps the individual is genuinely in need of a shingle roof replacement and is already wanting to buy. Or they’re just shopping around for prices.
Too many roofing companies find their leads volume swollen with shopping homeowners and commercial organizations. In our experience, most contractors earn just enough from these leads to get by and complain about their lead buying situation!When we suggest that they create a new means for themselves to earn their own clients, that’s when we find out the real, sad truth: they’re addicted to buying leads.
Some roofing companies go years without ever taking the initiative to graduate out of lead sales. But you can save your business from this frustrating cycle. Here’s how!
Part #1: Starting Putting Effort Towards SEO
Why? Because it’s so much cheaper! Take the amount of money you would have spent buying leads and investing it towards creating your own. Not only will you start growing your own brand through local SEO, but you’ll also increase the likelihood that any clients you earn will return for repeat business (or recommend you to their friends).
No, you don’t have to be a programming or coding genius to start your organic search engine optimization (SEO). In reality, most of the tools your business needs to start earning calls are freely available to anyone who wants them. Just start taking the first steps, and you’ll be amazed at how much progress your business will achieve naturally. To get started.
Claim and fill out your Google My Business listing.
Create a Facebook Business profile.
Consistently ask clients to give your reviews.
Get listed on citation websites (such as BBB).
Google My Business is essential for getting considered in local map results. Without it, there’s little to no chance of your company showing up when that coveted “metal roofing installation” search goes up in your service area. Considering Facebook’s impressive volume of over 2.4 billion monthly active users, it only makes sense to start exposing your brand on the popular social media platform. Add in a Better Business Bureau (or a similar citation site) profile, and you’ve got three places ready to start collecting reviews!
You’ll also need to build a website. If your roofing team doesn’t currently have the talent to produce a website optimized for search, you can always hire a trusted company to do it for you. Just make sure you know what your money’s buying.
Step #2: Switch Your Leads to PPC
Regardless of what some marketing professionals may tell you, there are some benefits to supplementing your leads by purchasing them. However, there are better ways to control the quality of your leads and stop sharing them with other local plumbers. One fantastic paid method of generating business is PPC. Maybe you’ve already experimented with Google Ads; maybe you haven’t. This platform makes it easy to enjoy premium placement at the top of local search engine results pages (SERPs).
Of course, there are many ways to invest in online advertising that don’t involve Google Ads. Facebook Business makes it very easy to turn content into ads. You also can customize your target audience, forward the ad to your Instagram account, or redirect people to your website. Highly tailored ads at low prices with a high rate of return are a recipe for success.
Team Up With the Roofing Webmasters
At Roofing Webmasters, our team of SEO specialists, content writers, web designers, and programmers all work together to produce higher traffic, better leads, and more substantial growth for roofers like you. As a result, our clients dominate local search, expanding their brands and raking in sweet new business.
Roofing ads are advertisements promoting a roofing company or service. In 2023, the most common roofing ads are digital and appear on high-traffic platforms like Google, Facebook, and Instagram. Traditional forms of advertising include print advertising, radio spots, and billboards.
So What’s The Deal With Roofing Advertising?
The roofing industry is a cutthroat field, and as such, your roofing advertising efforts must be impeccable to outshine your competitors to get roofing leads. But with all the marketing and advertising solutions available, how do you market a roofing company productively? In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean you should spend all of your roofing advertising dollars in the digital world. Professional marketers know that a great campaign consists of multiple advertising channels and messages. Knowing your options is the first step to comprehensive roofing advertising campaign development.
Marketing Channels and Roofing Advertising Platforms
Within the marketing landscape, your company has multiple channels to spread its message. From television and radio to billboards and digital media, your advertising options are almost endless. Each platform offers benefits that can increase your business reach and build your customer base. To decide on the right roofing advertising platform for your efforts, first, decide on your campaign’s details.
Goal: Identify the exact purpose of your campaign. Do you want to increase roof leak service calls? Would you like to increase traffic to your website?
Budget: How much will your ad spend be? What ROI are you expecting from your roofing advertising?
Run Time: How long will your campaign last? Will your campaign be weeks long? Months?
Each of these factors dramatically affects the type and style of your marketing efforts. For instance, if you are creating a six-month advertising campaign, a start-to-finish television commercial could be too costly, while a six-month Google search ad may be only a fraction of the cost. Typically, marketers use a combination of platforms throughout the campaign period to promote the most results possible. Once you have decided on the essential campaign factors, you can start planning your ad. It would be best if you based elements on the target audience and their desired action.
Platform: What marketing platform will you use to spread your message? Which platforms have worked best for you and your competition’s past efforts?
Message: What message are you communicating? What call to action will you use?
Measurement: How will you measure your campaign’s success? How will you track ROI?
Your Roofing Advertising Platform Options
When it comes to advertising, you have a long list of options to spend your marketing dollars. From print to digital, you can find advertising opportunities just about anywhere. While many platforms offer low but stable ROI, others offer increased but fluctuating ROI. Utilizing a combination of media can help expand your reach and boost your roofing marketing ROI.
Print Advertising for Roofers
Within the realm of print advertising, there is a multitude of options. Your roofing company has the choice of newspaper ads, billboards, mailers, and more that can enhance company awareness. Print ads are ideal for getting your brand name recognized within a particular area. These platforms work well for advertising roofing services, promotions, and even location. However, they do not create an excellent opportunity for prompting immediate action. Often, print advertising is costly and challenging to measure accurately. However, new advances such as QR codes and promotion codes, offer better print advertising tracking than ever before. Consider these points before deciding which print platform is best for your roofing company.
Newspaper: While newspaper advertising has been a go-to marketing hub for years, online news media’s presentation has seriously dented readership. Use this platform for older age groups that are less likely to refer to digital media for news.
Billboard: While this advertising style gets great viewability, the response is much lower than other marketing avenues. Use billboards as a supplement to boost your brand awareness.
Direct Mail: These advertising options are tried and true methods of building brand and promotional awareness. Use roofing mailers for promotional offers and service updates for your roofing company.
Advertising With Traditional Communication Media
Using traditional television and radio to deliver your advertising message can get expensive quickly and offers fewer analytics tools to track effectiveness. However, clear, precise messages are delivered promptly on these platforms and have a higher retention rate than most print options. Television and radio advertising is best used in short spurts to advertise a promotional offer or time-sensitive information.
Television: Television commercials are ideal for presenting company services and promotional offers to a broad general audience. Timely information like storm details and specials are well-presented with television advertising.
Radio: Like television, radio presents a unique and sizeable general audience. Therefore, public promotional, seasonal, and other timely messages appeal most effectively through radio advertising.
Digital Marketing and Your Roofing Company
In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, most trackable marketing channel available, with multiple advertising avenues that fit any style, message, and brand. Digital advertising platforms offer easily measured analytics and deliver immediate actionability with calls to action, promotional information, and service schedules. However, effective planning and platform proficiency are still vital to productive advertising efforts, even on digital platforms.
Website SEO: Ideally used as a landing platform for web traffic, your website should thoroughly introduce and explain each service and skill your roofing company provides. With available analytics that updates regularly, you can always be sure of your success.
Social Media PPC: These marketing platforms work well when communicating a message or offer that includes an immediate call to action, such as a “click here” button or “call now” link. They offer excellent ROI and measurement metrics for complete control.
Google Pay Per Click: Google PPC roofing advertising is ideal for increasing web traffic and brand awareness. It’s also perfect for increasing website conversions and unique visitor traffic. While PPC campaigns can vary significantly in cost, they are generally less expensive than most other platforms and generate an increased ROI.
In today’s world, internet marketing has not only changed the way the public finds information, but it has also changed the way businesses reach their prospective clients effectively. Although traditional roofing advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape. Utilize digital marketing in your roofing advertising campaign efforts to increase your success, visibility, and ROI.
Digital Marketing For Roofers
Within the digital marketing world, you have many choices on how and where to spend your advertising dollars. Each channel offers its rewards and challenges you should consider when planning your roofing advertising. For example, digital advertising provides a highly customized audience selection that can provide better message reception and lend to low visibility. Being aware of each digital advertising platform’s benefits and downfalls can help you choose the best route for your roofing advertising dollars.
Organic Roofing SEO
Search engine optimization, or SEO, is crucial to appear in Google and other search engine results. With over 40,000 search queries completed per second, Google is the number one way to find information on services, products, and just about anything else. Because Google search has transformed the way customers locate services, search engine optimization for your roofing service is a top source for reaching prospective customers.
Through the years, Google has updated the way its search delivers results. Today, quality content, accurate information, reputable linking, and precise keyword usage are the best ways to ensure proper SEO for your roofing business. Using these strategies, along with appropriate coding and compelling user experience, can land your roofing company higher in search rankings, leading to extended reach and maximize conversions.
Organic Search Optimization Helps Ensure Your Business Appears in Google SERPs.
Roofing SEO Strategies That Work
SEO, or search engine optimization, is a marketing strategy that utilizes Google and other search platforms to present company information and generate roofing leads. When users perform a search query on Google, Bing, or another search platform, their engines identify keywords and deliver search results according to relevance and site quality, among other elements. Optimizing your roofing website to appear higher in these search results can boost your company’s reach and expand your customer base. Use tried and correct marketing SEO strategies to begin your efforts and revise your plan as needed.
Organic Marketing Offers Free Roofing Leads for Your Business.
Google Business Profile For Your Roofing Company
When battling for the number one Google search position, the competition can be fierce. However, your roofing company cannot show up in any Google searches until your Google Business Profile account has been set up and verified. To establish your roofing company’s Google Business Profile, visit google.com/business and follow the instructions, paying attention to crucial fields like:
Your Google Homepage Displays Helpful Information and Links for the Searcher.
Business Type: The correct business type is imperative to index correctly in Google searches.
Services Offered: Since this is a top way Google indexes your company, your service list should be comprehensive and include multiple keywords.
Location: Providing your roofing company’s exact location boosts the chances of appearing in the critical local search.
Contact Information: Providing links to your contact information expands the probabilities of goal completion.
Company Images: Adding images to your Google Business Profile increases the odds of appearing in organic Google searches.
Hours: Adding details like hours of operation creates a more complete and more trusted Google profile, leading to better search rankings.
Reviews: Reviews provided on Google and other platforms boost your site’s authority, which can dramatically boost search rankings.
Website Address: Offering a link to your site can increase web traffic along with conversion rates.
Once your account is verified, your company can begin appearing in Google search results. As Tatum Legacy displays, having a well-organized Google Business Profile paired with great on-site SEO can land your roofing company at the top of the Google search.
Completing Your Google Business Profile Information Provides a Better Google Homepage for Your Business.
On-Page SEO and Other Roofing Website Ideas
Roofing websites are no help to their company if users can’t find them. Roofing SEO practices can help Google index your site more efficiently and help you rank higher on SERPs, leading to extended reach and increased roofing leads. To correctly optimize for Google, your roofing website needs a few key elements that help the search engine identify your site’s topic and theme. Without these critical elements, Google and other search engines may have trouble indexing your site or may even misinterpret the information.
Roofing Title Tag and Meta Description
Each page of your roofing website should have a title tag that tells Google bots your roofing web page’s general idea. This title also appears as a search result title when users perform a query. Your page’s title tag should include at least one keyword along with a brand or location tag. Along with the title tag, Google displays a short description with each result after a search. These descriptions, otherwise known as meta descriptions, provide Google bots with more detailed information about your web page’s content. The use of keywords in your roofing meta description is imperative to help Google correctly index the data and increase the chances of appearing in Google searches.
The Metadata You Enter on Your Site Appears in Searches to Identify Content Relevance
Each time a user performs a Google search, Google bots use website coding to scour the internet searching for relevant material from trustworthy websites. Clean coding is a method of presenting your site’s back-end coding to Google in the simplest way possible. With clean coding, your site’s code is distinct, well-organized, and effectively labeled so Google can easily decipher the exact content for better ranking. Cluttered code issues arise when novices create a website from a template or when developers incorrectly redesign an existing site. These practices create long code sentences that are unneeded and can provide incorrect information to search bots.
Combat coding issues with the use of precise functions and well-labeled commands. Use schema coding to provide Google bots with clear content subject lists and details and use up-to-date code structure for simplified, more transparent communication. Schema codes work as lists to provide Google bots with straightforward, organized subject matter easily indexed for searches. The use of H2s and H3s, along with keyword placement, can also aid Google and other search engines in identifying and indexing your information correctly.
Roofing PPC Advertising
Pay per click (PPC) advertising combines traditional ad creation with keyword bidding to reach new customers and gain more roofing leads. PPC advertising is offered on almost every platform, including Google, Facebook, Instagram, YouTube, and more, and can dramatically increase your website traffic and marketing ROI. Roofing PPC ads also offer flexible budgeting, customizable audiences, and ad revision to give you complete control of your campaign at all times.
Roofing Advertising With Google Ads
Google Ads, formerly Google Adwords, provides a comprehensive platform for PPC marketing that displays search and display ads according to relevancy, keyword bidding, and ad quality. These ads can appear in Google search results or on Google Maps results and Gmail, YouTube, and many other Google partners. Where you want your ad to appear will be the deciding factor in your ad’s format, which can include images, text, video snippets, and more. While Google search ads have only text and link buttons, display ads showcase pictures and videos on other platforms such as YouTube, Gmail, and many more. Google also offers the text ad with extensions, which provides varied content delivery throughout every Google platform.
Optimizing Your Google Ad for Roofing
The two main factors for deciding where your roofing ad appears on Google are keyword bidding and ad relevance. Google arranges keywords in Google Ads according to search popularity, with prices varying accordingly. The more popular the keyword, the more expensive the bid. Likewise, the more difficult it will be to rank for the keyword. For example, the term “roof repair” is a viral keyword. Therefore, it will be more expensive to bid on and more difficult to rank for due to all the other roofing companies trying to rank for the same word. However, “corrugated metal roof repair” is a much more specialized word with a lower bid price and less competition. Fewer competitors mean that roofers can more easily rank for the latter term.
When creating your Google ad, it’s crucial to design a compelling piece that’s helpful and has a clear call to action. Your ad should be clear and informative and link to a landing page with relevant information. It should contain a prominent call to action that encourages the viewer to click the link and offer contact information that the visitor can quickly contact your roofing company. Use Google Ads analytics tools to measure your ad success and adjust your efforts and budget throughout the campaign for maximum success.
Prime Google Ad Space is Located at the Top of the SERP.
Google Ads Can Also Appear at the Bottom of the Page.
Instagram and Facebook Marketing for Roofing
Much like Google Ads, Facebook, and Instagram, each offers a PPC platform for keyword and audience-based businesses. Roofing Facebook ads appear in the news feed and the right side ink bar. Account managers can customize according to audience demographics and psychographics, previous searches, budget constraints, and more to provide the best ROI possible. You can create ads through the business menu on your Facebook account, and you can measure them using Facebook analytics tools that are accurate and easy to use.
Instagram offers an ad platform like Facebook, which can be set up from your Instagram menu once you have a business account. Like Facebook and Google, you can customize your ad audience by demographics and psychographics, budgetary constraints, and even online viewer behavior. While not as extensive as Facebook or Google, this platform also offers analytics tools such as engagement, follows, and more to measure your Instagram roofing ads campaign’s success.
Like with any PPC roofing ad, Facebook and Instagram ads should have a clear message as well as a call to action. While not required, these ads that boast images and videos tend to be much more successful on these platforms. These ads can direct your viewers back to your social page to increase likes, follows, and engagement or link to a landing page to maximize website traffic and conversion rates.
Other Roofing PPC Advertising Opportunities
Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, Twitter, and Snapchat offer PPC advertising plans that operate mainly off of keyword bidding and audience selection and can help expand your reach even further. Like with leading PPC platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools that can help you hone your campaign for maximum results. YouTube provides a unique PPC platform that displays your ad at the beginning of other videos and the right link bar. This unique ad display format allows users to view your videos with a clickable link that encourages conversion. Other social media platforms like Snapchat and Twitter also provide PPC marketing plans and tools you can utilize to build backlinks, aggregate new web traffic, and build followers and engagement on the social site itself.
Organic Roofing Advertising on Social Media
While PPC campaigns have proven to have a remarkably high success rate, don’t discount the value of organic roofing advertising on these platforms. After all, these platforms exist for making a connection, so why not take advantage? With over 2 Billion users, social media platforms can help maximize your reach and web traffic. However, using each platform appropriately and productively takes planning and organization.
The biggest problem most businesses have with social media posting is deciding what content is most beneficial. Studies show that content that provides helpful information tends to carry the most engagements. In fact, in a 2018 survey by Edelman, 63 percent trust an industry expert while only 42 percent trust businesses. Therefore, using social media platforms to deliver helpful advice and information can dramatically boost your reach and web traffic. To create a productive social media account for your business, try these tips:
Post Regularly: Social media posts typically have a shelf life of one hour to one day. Post regularly to keep your brand center stage.
Use Rich Media: While not required, social posts with images or video are twice as likely to attract views and engagement.
Use Keywords: Like in searches, keywords matter in social posts and boost visibility and reactions.
Include Links: Along with your post, include calls to action and links back to your roofing site for ultimate results.
Using Video and Images in Your Posts Helps Boost Post Engagement and Response.
Social Media Analytics for Better Roofing Advertising
Along with your company’s social media account, the platforms provide you with an array of analytics tools that can help you identify the best advertising avenues for your business. These metrics provide information on engagement levels, sharing, new followers, and more to give you a comprehensive overview of your social media roofing advertising efforts. Use these metrics to hone your campaign and posts and create content that engages your prospective clients.
More Productive Roofing Advertising With Remarketing
Remarketing is a digital marketing technique that uses tracking codes to collect visitor information and re-present relevant marketing material. When your site’s HTM contains remarketing code, a visitor who views your roof repair webpage may later see an advertisement for free roof inspections. This form of roofing marketing boosts response and conversion rates by presenting information to viewers who have already visited your content.
On the Google platform, remarketing efforts are set up as campaigns and established through its metrics. You can design your remarketing campaign to reflect viewers who searched past keywords, past viewed content, or even website behavior to hone in on the precise audience. You can schedule ads to appear at different stages of the conversion process to offer special deals that encourage goal completion, or they can present information on products and services that your viewers previously accessed. By using Google remarketing, your ads are nearly 70 percent more likely to be viewed.
Like Google, Facebook offers remarketing efforts for your PPC campaigns. This platform uses a code snippet embedded into each page of your site and tracks customer behavior. Then your ads are remarketing to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the news feed’s right. Remarketing to these customers re-presents information with which they previously engaged. These ads may possess more details, a special offer, or another call to action that encourages the viewer to complete your goal. Facebook easily tracks these efforts through the analytics platform.
Roofing Keywords and Their Importance
Whether you’re working on your roofing SEO or creating a PPC marketing ad, keyword research is crucial to your project. Keywords are the main terms that the general public uses when performing searches on Google and other search engine sites. Bot crawlers use these terms to index websites and ads according to content and search relevance. Without proper keyword usage, your site and ads will not appear in searches. Luckily, many reputable programs and platforms help you identify the best roofing keywords to use on your roofing site and in your PPC ads. Programs such as MOZ and SEMrush provide important keyword metrics such as volume, cost per click, and competition, which can help you identify the most beneficial term group for your roofing advertising.
When planning which roofing keywords to implement into your marketing efforts, you want a combination of keyword types for the best chance of appearing in searches and on news feeds. While national keywords such as ‘roof repair‘ and ‘roof replacement‘ get searched the most, the cost per click can be steep, as can the competition. To get maximum reach, include local and service keywords like ‘foam roof installation in Dallas, TX‘ or ‘wood shake roof repair‘ that are more specific and carry a lower cost and competition rate. These types of keywords provide a better ROI for your roofing marketing and offer more promising roofing leads for your company. To identify the best keywords for your roofing advertising and website, look for information on these key metrics:
Volume: Information on how many users performed searches for this keyword
CPC: Dollar amount it will cost every time a user clicks this keyword in a PPC ad
Keyword Difficulty: How difficult it will be to outrank your competitors for a top spot in searches
Competition: The level of competition between bidders
CTR: The percentage of clicks that are available for organic searches as opposed to PPC and other ads
These metrics and reports give valuable, up-to-date information for each of your keywords. The reports can tell you the likelihood your term appears in organic and paid SERPs, how steep the competition is for the word, and how likely the term will be successful when used on your roofing website or in roofing advertising efforts.
Expert Roofing Advertising Creation
When you’re competing for roofing leads in your community, every effort is essential. While digital advertising is today’s best way to reach potential customers, the technicalities and actions require skill and know-how to outrank your competition. When you want flawless roofing advertising that gets your company results without busting your budget, turn to the Roofing Webmasters roofing marketing pros first. Our team has the experience and knowledge to develop a roofing advertising plan for your business that expands your reach and gets you noticed for better ROI and more roofing leads for your team. We work with you to provide a customized marketing plan that fits your target market and encourages action, so you always get your money’s worth. For roofing advertising that you can count on to get results, call the Roofing Webmasters experts today to schedule your appointment.